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This Email Made Me Laugh — For The Wrong Reasons…

By Tom Ruwitch

Every so often, I browse my junk email folder to see what the spammers are up to.  I always come across something that makes me roll my eyes and chuckleā€¦  …like this one from a lender:   Subject line: Equipment Financing Thatā€™s it.  No website address. No call to action. No benefits. No story. No nothing…

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Recommended Reading and Big Lessons re: What You Control

By Tom Ruwitch

Roughly once a year, I read  Man’s Search for Meaning by Viktor Frankl.   Frankl was a Holocaust survivor who later wrote about his experiences as a prisoner at the Auschwitz concentration camp.   The book is heavy stuff, yes. But itā€™s also full of huge lessons for business and life.   These are strange days. Many call them ā€œdark…

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For People Who Want to Write Better Headlines But Aren’t Sure How…

By Tom Ruwitch

Once upon a time, I tried to cook a batch of paella.   It didnā€™t go well.   The mussels were chewy. The chicken was dry. The rice was a sticky mess. So frustrating!  I fancy myself a decent cook. But decent doesnā€™t cut it when you strive to master a complicated dish.   Today, aspiring home chefs can…

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Read This If You Want to Write Copy That Readers Love

By Tom Ruwitch

Short and sweet today.   If you want to write emails that recipients are happy to openā€¦   …that they read from top-to-bottomā€¦   …that inspires them to actā€¦   Read this great article by copywriter Neville Medhora. 

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My Kids Made It Rain… and So Can You

By Tom Ruwitch

Itā€™s raining here in St. Louis, MO, USAā€¦  …which reminds me of the time my twin kiddos summoned a drought-ending thunderstorm with a rain dance.   We were at my inlawā€™s farm in central Missouri. It was bone dry for weeks.   But (finally!), we adults could smell and feel the rain coming.   As the wind picked…

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How 1 Pic and 3 Words Transform A Boring Log Into a Romantic Tale

By Tom Ruwitch

My friend Cabanne Howard (a great marketing strategist) sent this picture to me the other dayā€¦ It’s a closeup of this Duraflame log… Cabanne thinks itā€™s a great example of story-powered marketing.  And sheā€™s right.   Feeble marketing focuses on features.   Better marketing focuses on benefits.   The best marketing — story-powered marketing — promises  transformations.   A Duraflame log  features sawdust…

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A Tale of Two Posts: One Inspiring, The Other a Yawner

By Tom Ruwitch

Hereā€™s a tale of two blog posts — both covering the same topic: Why your business needs a customer support playbook and how to implement one.   In one corner we have a treatise. Hereā€™s how it starts:   Building and managing a help desk in your organization can either become a triumphant, effective tool or end…

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How to Make Your Business Story More Interesting

By Tom Ruwitch

I heard from a business owner who wants to power up his story to grow salesā€¦  …but he fears he doesnā€™t have a compelling story to tell.   ā€œMy story isnā€™t interesting,ā€ he said.   I hear that a lot.   Business people assume storytelling should be about themselves. They rack their brains for an inspiring origin story.…

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Here’s a Surefire Way to Blow 35 Grand

By Tom Ruwitch

I came across this gem of a headline in an online marketing forum this week: ā€œIā€™m buying a domain name for $35,000.ā€  The guy who posted it explained:  ā€œWe presently use the domain with ā€˜theā€™ prefix for our product, so it looks like https://the___.com But going to go bolder way and buy the name without…

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40 Years Later, I Still Remember This…

By Tom Ruwitch

I was cleaning out a closet the other day and found an old biology textbook.  As I paged through it, I was struck (stunned, saddened) by how little I remembered.  Then I got to the chapter about animal biologyā€¦ …and my memory clicked: ā€œKids prefer cheese over fried green spinach.ā€  Thatā€™s the little story I…

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